ACCOUNT LEAD + SENIOR PRODUCER

Agency: Sofar Sounds

Objective: Raise awareness for Hyatt Centric as a lifestyle hotel brand with a focus on supporting local music and culture across a global footprint

Context: The Hyatt Centric experience is about putting guests at the heart of the action to help them discover a destination. One of the most definitive ways to access the heart and soul of a destination is through music. From jazz in New Orleans, to J-pop in Tokyo to tango in Montevideo, Hyatt Centric seeks to connect guests to the local music experience – both inside and outside the hotel – as a way to fully discover that location.

Building upon our 2018 program success, Hyatt Centric and Sofar Sounds teamed up to connect fans to the best in local music through a global concert series and supporting media campaign, Spotify playlist program, branded podcast mini-features, and a custom content series featuring Sofar’s artists taking fans on a tour of the city they call home. The campaign footprint included Italy, Ireland, India, Peru, Turkey, and 6 US cities.

My Role: As Account Lead and Senior Producer, I was responsible for leading both client relations and campaign operations. I directed an international production team in all matters of promotional asset development and launch, content strategy, creation and distribution, masters and publishing licensing, talent curation and booking, event production, press support, staffing, budgeting, as well as engagement tracking and reporting. As Hyatt Centric’s main point of contact, I led weekly project status updates and campaign wrap reporting for all key stakeholders internal and external.

Skills: client relations - project management - content strategy + production - music licensing - Talent Curation - engagement tracking and analysis

CAMPAIGN BY THE #’S

CONTENT

90M organic video views
36 event social recap videos
23 artist performance videos
4 custom videos (artist curation + booking, song bed content licensing)
photography

EVENTS

36+ emerging and established artists such as Imelda May, Tall Heights, François Peglau, and Mama Haze
12 flagship events across 6 countries
1300+ guests

MEDIA

24.5MM impressions (+20% above goal)
150+ placements across Sofar and artist digital, social, email channels
3 branded podcast mini-features (artist curation, booking)
1 co-branded campaign mini-site
Print and billboard placements

CUSTOM VIDEO SERIES

As part of our 2019 campaign, I curated, booked and managed the talent for 4 episodes of Hyatt Centric’s larger Exploration Video series, working hand-in-hand with Annex88, who led creative direction and video production of this custom content.

In these videos, artists took viewers on a tour of favorite spots around their home city, with the Hyatt Centric hotel serving as the launchpad for their adventure. Additionally, I secured the content licensing for 8 songs by the featured artists, for use as the music beds in each Exploration Video.

The Sofar partnership videos feature Tall Heights in Boston, Alex Vaughn in Arlington, Soulé in Dublin, and Black Beat Movement in Milan.

View full video series

PODCAST MINI FEATURES

Additionally, Hyatt Centric partnered with Sofar to highlight artists in 3 branded mini-features that aired during Slate’s monthly Hit Parade Podcast to their audience of 114,000. These features highlighted the artist experience with an emphasis on inspirations, local music scene, and hidden gems in the area.

I handled artist curation, contracting and advancing for these promotional podcast features.

CUSTOM PLAYLIST PROGRAM

We created 30+ custom playlists celebrating the sounds of cities with Hyatt Centric locations. Every Hyatt Centric guest worldwide received a code to their destination’s playlist on their room keycard sleeve, with a short description of the Sofar x Hyatt Centric partnership.

I led production of the playlist program, including sourcing and engaging 30+ regional music experts for in-market support.

View Full Set of Playlists